We published an ad for a School on a newspaper with ridiculous requirements in order to enroll, like, for example, that applicants had to take an IQ test in order for the school to establish their monthly fee, amongst others.

We knew people’s reaction to the ad was going to be huge, and anticipated an explosion in media and social media.

Once the social outrage reached it’s higher point, we would launch a video on which different parents would explain that the School mentioned in the ad didn’t exist, but that the discrimination felt all around the country caused by that ad was the same discrimination they experienced year after year by the majority of schools in Peru, schools that often place obstacles in order to enroll children with Down Syndrome.

We published our ad on a Monday in the most read newspaper in Peru and we knew our team should be prepared because the media impact was going to be gigantic.

And we weren’t wrong, the outrage we provoked was so great that we decided to unveil the campaign the very next day in the morning.

As soon as our video was launched, explaining our campaign and telling the truth about the fake school we invented, we started calling the media in order to get a slot in their news programs to be able to make advantage of the momentum and discuss the subject of inclusive education.

• Thanks to the discussion we incited the Ministry of Education will boost a decree law that demands that every education institution, public or private, must save at least two slots for children with special needs.

• Besides that, a free 800 number was created in order to receive call from parents who want to  report violations to the decree law.

• In total, we gathered approximately 2 hours of aired conversations on the subject of inclusion for children with Down syndrome on TV, and open radio.

• In only 24 hours we got around one million impressions.